BANKS ON SOCIAL NETWORKS - EXAMPLE OF THE BANKING SECTOR IN SERBIA

Abstract

Social media are the means of
interactions among people in which they create,
share, and exchange information and ideas in
virtual communities and networks. Banks should
leverage social media as a two-way
communications vehicle for both listening to the
audience and gaining insights, with the goal of
providing customers with targeted and
differentiating solutions that solve their financial
needs. Communication with customers through
social networks is of great importance for the
bank, and that kind of communication is paid more
and more attention, especially in today's economic
conditions, when competition in the banking
market is rough, and when banks are struggling to
get trust and attention from every client. The
objects of the research is the presence of banks
within the banking sector in Serbia, on social
networks in Serbia. The problem that is discussed
in this paper is how the presence-absence of banks
on social networks influences the modern banking
business. It is expected that the results of the
research indicate the presence of a joint impact on
the social networks and successful modern
banking business, and the impact of social
networks on the positioning of banks in the market.